艺术品营销管理研究

A Research on the Marketing Management of Art Works

目前艺术品营销形成了以拍卖市场为高端,以画廊、艺术博览会为中端,以古玩为低端的市场格局。国内艺术品市场目前最突出的问题莫过于赝品,具体表现为造假、售假、拍假。我国政府在完善艺术品市场的相关法律法规的同时,应增强从业者的法制意识,加强监管,规范市场,以利艺术品市场长期、有序、健康、和谐的发展。

Now the market structure of art works marketing has been established, which is characterized by a high-end auction market, a medium-end gallery and art fair market, and a low-end antique market. The most prevalent and prominent problem about the domestic art market is the problem of counterfeits, which presents itself by forgery, counterfeit goods and fake auctions, commonly known as the ＂three fakes ＂. Our government should improve the relevant laws and regulations of the art works market, and at the same time, Strengthening the legal awareness of the practitioners, intensifying the supervision, and standardizing the market, so as to promote the long-term, orderly, healthy and harmonious development of the art market.